Fieldstream’s CEO, Staffan Engström, recently spoke at SiGMA World on the ever-evolving perspective of artificial intelligence (AI) and gave insights on how it can transform the iGaming industry. In this way, AI enables operators to optimize offerings, enhance user experiences, and create a more sustainable gaming environment.
AI’s Holistic Approach
AI's greatest strength lies in its ability to provide a comprehensive, unified perspective. For example, predictive Marketing Mix Modeling (MMM) algorithms integrate diverse marketing data sources to craft a cohesive and actionable narrative. This allows companies to measure engagement at every stage of the customer journey – a critical advantage for the iGaming industry, which thrives on delivering highly personalized player experiences.
The Power of Data Analytics
Marketing makes up nearly 40% of revenue in the iGaming industry, which is definitely not a small amount. With such high stakes, the last thing operators want is to invest in the wrong resources. By utilizing predictive AI platforms like Fieldstream, companies maintain control over their data sources, allowing them to ensure compliance with regulatory requirements, make informed, data-driven decisions, and build trust more reliably with their player base.
Responsible Gambling
While there is unlimited potential for AI in an iGaming context, it also raises important ethical considerations. One such topic that should not be ignored is responsible gambling – using gambling for fun and entertainment while setting limits to prevent it from impacting players’ daily lives. AI can advocate for responsible gambling by analyzing data to uncover trends and using that to create proactive measures that foster a safer and more sustainable gaming environment.
Challenges and Future
While AI adoption faces hurdles like privacy concerns and implementation costs, its potential to revolutionize iGaming is undeniable. As technology evolves, its integration will accelerate. As the iGaming industry continues to develop and evolve, AI presents infinite possibilities – from enhancing player engagement to streamlining marketing efforts. However, Engström notes, “the AI revolution is still in its infancy,” and as new technologies emerge, operators will need to continually adapt and innovate to stay ahead.
